Here are the five final logos I had for my final crit, they have been altered slightly since my previous crit as I reacted to the feedback I was given.
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I chose this design because it incorporates the two designs which came out as people's favourites in my last crit. I wanted to keep using the word 'probational' rather than shortening it to 'probation' as I think this seems less luxurious. Also having it in the square design makes it much easier to use in context as it is smaller than having it in a long line. It is also in keeping with the connotations of this word which are things such as prison and being confined which I liked the idea of subtly representing in my logo.
Below you can see some drawings of this logo in context.
For the shop front I decided to use the longer logo as the square one would look to small in this blank space and wouldn't be visible for customers from a distance. However the square logo works on everything else very well, the sign that sticks out the side of the shop, the bag and the business cards will all feature this as I find it much more striking and intriguing as opposed to the long one. I think the drawings I have done support this and reflect a luxurious and trustworthy brand which is what I was hoping to achieve.
The feedback I got from my crit was pretty positive, everyone in the group said that it did look luxurious which is what I was aiming for. However there was a bit of a divide in the group as to wether the square design that I had chosen was actually the best one. A few people did think that having it in a long line looked more elegant and sophisticated especially this one bellow, as it was said that the stencil effect gives it a masculine feel yet it still looks elegant and sophisticated.
The ideas I got from my crit if I was to take this idea further was trying a circle rather than a square to represent a watch face, however I am not too keep on this idea as I think the formation of the word being in 3 lines of 3 letters creates more of a square shape which is then exaggerated by the square outline. Another idea was to try putting the word in italics which could potentially work very well if I was to use the design above, I had not thought about using italics previously but I wish that I had.
EVALUATION
Overall I think the logo I have created for my luxurious watch company is suitable, I wanted it to appeal to men which I think it does well due to it’s use of a block of text sitting in a square which looks very bulky and masculine. Some may say the typeface Bodoni has feminine connotations however I disagree, I think in this context it represents an established timeless brand which has been made more contemporary by using a ligature in it’s logo and displaying it in a square rather than just a straight line like most jewellery do. Through the process I found my word hard to work with due to it’s length as well as the fact I used a spaced out kerning which made the word even longer. This wasn’t usable on its own and had to be made smaller in order to put it in context such as on small shopping bags or on a smaller shop sign, using the word in one long line would make it too small for potential customers to see far away therefore losing their interest where was the square design can be made as big as desired and still fit perfectly on a shopping bag and be visible from far away. In reflection I wish I had the idea to use the ligature on the long shop sign and when this arose in my crit I wondered how it hadn’t occurred to me before. I think using black text on a white background works well and would stand out amongst other jewellers especially the street in Leeds I focused on as the majority used a black background with a white lettering on top. If this idea was to expand I can imagine the design being engraved on the back of watches and think it would work well, it would also sit nicely on top of watch boxes and inside the lids. Despite the majority of people in my final crit saying they didn’t like the box idea (which was the opposite of what the majority of people said in the crit before) I am please with the final outcome and think that if I had possibly put the logo in context more then people would’ve appreciated it more too.
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